Customer value was utilized as a key outcome variable given that Johnson et al. (2003), among others, explicitly include customer value as a key outcome of flexibility, in addition to its prominence in the IT literature as a potential consequence of IT investments (c.f., Bharadwaj, Bharadwaj, & Konsynski, 1999). The customer value measure consisted of two seven-point items, with respondents providing perceptions relating to confidence in their company's current and future ability to deliver value to customers (scaled: not at all confident/extremely confident).